Brand Impact and Product Quality to Buying Intention Product Cosmetic Wardah at Dandan Store Bekasi

Abstract

This study aims to determine: (1) Brand Influence on Purchase Intention, (2) Product Quality on Purchase Intention, (3) Brand Influence  and Product Quality on Purchase Intentions.  The population in this study were customers who had purchased Wardah products at Margayu Dandan Stores, Bekasi City.  This study took 100% of the population and 50 samples.  The data collection method is through a questionnaire prepared based on a Likert Scale.  The analytical method used is multiple linear regression.  Based on the research results, it was processed using the IBM SPSS Version 26.0 program.  Changes in brand and product quality have a partially significant effect on purchase intention as seen from the results of the t test in table 4.18.  This research technique uses the Non Probability Sampling method. The data collection method is through a questionnaire prepared based on a Likert Scale. The analytical method used is multiple linear regression.